StartUp PR Strategies

START-UP PR STRATEGIES Jeff Pulver Event December13, 2011 Tel Aviv

ABOUT• 25 years• Based in San Antonio, TX• Frequent traveler to Israel• Works with Jeff on #140Conf & Israel initiatives• Involved with Israel’s traditional tech sector for the last 17 years• Shifting to Israel’s start-up economy

GOALS FOR TODAY• How Public Relations can... • be applied as an element of your R&D and development strategies • help you accelerate the potential for success • prepare your company for gaining coverage • prepare your company for being discovered • be ready when you are found • learn how to market to the media

THE MEDIA IS YOUR FIRST MARKETto share and tell your story

The Media is Your Customer.... bloggersyou the & analysts end enter- users prise media

I’M NOT READY FOR THIS...• WTF is a PR person doing in the room?• Most of you in the room are not ready for this•Istrongly advise you against doing “PR” until it makes business sense, or you have the bandwidth to do so (your mileage may vary)

GOOD NEWS :)• Very low cost / no cost to create a start-up• Big Idea• Core team• Strong will• Servers / hosting• Coding

BAD NEWS :(• Someone in Jerusalem, NY, Austin, SF, Singapore, Mumbai is thinking the same thing as you are :(• Hard to have a defensible position• Hard to protect your IP

QUALITIES THEN...• Strong Intellectual Property• Defensible technology• Strategic investors like Intel, Microsoft, Cisco, Motorola• VC funded• Ofﬁce in U.S. for business development

QUALITIES NOW• No Intellectual property• Nothing really defensible• Strategic investors & partners - Google, Yahoo, AT&T, MTV, Jeff Pulver• No funding, or angel, micro, friends & family funding• Easyto run a virtual company... no real address, but a U.S. / European presence from a co-working space and an IP phone number

THE WORLD AS WE KNEW IT• Hardware• Software Go to School• Telecom Army Travel Year• Security Go to University• Bio Go to Work Sciences• Medical Devices

THE WORLD AS WE KNOW IT• Hardware School Start-Up• Software Army Start-Up• Telecom Travel Year Start-Up• Security University Start-Up• Bio Sciences Work• Medical Devices

Thought StoryleadershipDesign wins “BRAND” Scale Industry Standards

THEN...• OEM •• Design Win• Industry Standards• Licensing• Thought Leadership

Outbound / Inbound StrategyOutreach to media pick me Being found by the media ﬁnd me

PR in the past.....company agency mediacompany analysts

THE MIND OF A DEVELOPER• Focus on... • functionality • application • utilitarian value

MYTHS• Youhave to “know” the journalist

CONSUMERIZATION OF IT The shift from• Journalists aren’t just reporting just reporting on the news about a product, about platform or technology, they are using them for their own technology, to personal use actually using it

CONSUMERIZATION OF IT NY, LA, SFO are• Journalists, andespecially a center, but not bloggers live at the end of their the center for IP connection and many travel meeting the extensively. media

CONSUMERIZATION OF IT Blogs are a vital• Many mainstream journalists part of the source, or verify emerging trends media coverage by sourcing story ideas from blogs. supply chain

PLAN....• Postand write relevant content • Read and comment on relevant so you can be a source to media articles without being self on your ﬁeld of expertise promotional.• Develop & publish infographics • Askend user / beta customers if you can share you can refer to them to media• Follow a wish list of 10 • Follow editorial calendars journalists you think should cover you

PLAN FOR PR• Ifyou follow some of these basic • Get everyone on your team to principles, you’ll be further make this part of their regimen ahead. as it will make them aware of the opportunities that await you• This process takes at least six when you are ready. months to one year to really get on a journalist’s radar and be • Bring up PR in your team sticky meetings in a “what if...” scenario. Be Ready For PR So You Can Succeed

thank you alan@weinkrantz.comwww.alanweinkrantz.comTwitter. Facebook. LinkedIn.

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StartUp PR Strategies

by Alan Weinkrantz on Dec 08, 2011

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StartUp PR Strategies — Presentation Transcript